2.5 Emerging Social Media Platforms and Their Potential for Journalism
4 min read•august 15, 2024
Social media platforms are constantly evolving, and journalists must adapt to stay relevant. New platforms like , , and offer unique opportunities for storytelling and audience engagement. These emerging platforms often attract younger, more diverse users and require different content strategies.
Journalists can leverage emerging platforms to new audiences and experiment with innovative storytelling formats. Short-form videos, audio discussions, and subscription newsletters allow for creative approaches to news delivery. By understanding each platform's unique features and user expectations, journalists can build strong personal brands and engage niche communities effectively.
Emerging Social Media Platforms for Journalism
Identifying and Assessing Emerging Platforms
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- Emerging social media platforms are newer networks rapidly growing in popularity and user base (TikTok, Clubhouse, Substack)
- These platforms often have unique features, content formats, and user demographics compared to established networks (Facebook, Twitter)
- Assessing the potential of emerging platforms for journalism involves analyzing factors such as:
- User base size and demographics
- Content creation and sharing capabilities
- Discoverability and virality of content
- Opportunities for audience engagement and interaction
- Journalists and news organizations should evaluate the strengths and limitations of each emerging platform for different types of news content (breaking news, in-depth reporting, opinion pieces, multimedia storytelling)
- Key considerations for leveraging emerging platforms include:
- The platform's algorithms and content ranking systems
- User behavior and expectations
- Content moderation policies
- Potential for monetization or subscriber growth
- Experimentation and early adoption of promising emerging platforms can give journalists and news organizations a competitive advantage in building audiences and establishing thought leadership in new spaces
Adapting to Unique Platform Features and Audiences
- Each emerging social media platform has its own distinct features, content formats, and user experience shaping how content is created, shared, and consumed (TikTok: short-form videos, Clubhouse: audio-based discussions, Substack: subscription newsletters)
- User demographics and psychographics of emerging platforms often skew towards younger, more diverse, and tech-savvy audiences compared to established networks
- Understanding the unique characteristics and preferences of these audiences is crucial for creating relevant and engaging journalism
- Emerging platforms may have different norms and expectations around content style, tone, and interactivity compared to established networks
- Journalists need to adapt their storytelling and engagement strategies to fit the culture and user behavior of each platform
- Some emerging platforms prioritize more niche or focused communities and discussions compared to the broad reach of established networks (Clubhouse, Substack)
- This can provide opportunities for journalists to build deeper relationships with specific audience segments or cover more specialized topics
- As emerging platforms are still evolving and iterating rapidly, journalists need to stay up-to-date with changes in features, algorithms, and user trends to optimize their content and engagement strategies over time
Unique Features of Emerging Platforms
Distinct Content Formats and User Experiences
- Short-form videos on TikTok enable creative and engaging storytelling in bite-sized formats
- Audio-based discussions on Clubhouse facilitate live, intimate conversations and interactions with audiences
- Subscription newsletters on Substack allow for direct, personalized communication and monetization with loyal readers
- These unique content formats shape how journalists create, package, and deliver news content on each platform
Niche Communities and Focused Discussions
- Some emerging platforms prioritize more focused, interest-based communities compared to the broad audiences of established networks
- Clubhouse rooms and clubs enable deep dives into specific topics with highly engaged participants
- Substack newsletters can cater to niche subject areas or perspectives and foster close reader relationships
- Journalists can leverage these niche communities to establish thought leadership, build expertise, and engage in substantive conversations
Case Studies of Successful Platform Use
Innovative Storytelling and Audience Engagement
- The Washington Post's TikTok account showcases creative, behind-the-scenes looks at journalism and humanizes reporters
- NPR's Planet Money team hosts engaging, informative discussions on economic issues in Clubhouse rooms
- Journalist Casey Newton's Platformer newsletter on Substack offers in-depth tech reporting and analysis to a loyal subscriber base
- These examples highlight effective uses of emerging platforms' unique features and capabilities for innovative journalism and audience engagement
Building Strong Personal Brands and Followings
- Journalist Sophia Smith Galer has amassed over 200,000 followers on TikTok by creating engaging explainer videos on complex news topics
- Tech reporter Kara Swisher regularly hosts high-profile interviews and discussions on Clubhouse, leveraging her industry expertise and connections
- Investigative journalist Julie K. Brown's The Broken System newsletter on Substack has attracted a dedicated readership interested in criminal justice issues
- These journalists have successfully built strong personal brands and followings on emerging platforms through consistent, high-quality content and audience interaction
Strategies for Adapting to New Platforms
Proactive Monitoring and Experimentation
- Journalists and news organizations should proactively monitor and identify emerging social media platforms gaining traction and relevance to their target audiences and coverage areas
- Experimenting with new platforms early on can provide valuable learning opportunities and first-mover advantages in building audiences and credibility before the platforms become more crowded and competitive
- Developing a framework or process for quickly evaluating and testing the potential of new platforms can help organizations be more agile and responsive to changes in the media landscape
- This may include criteria such as audience fit, content format, and resource requirements
Iterative Learning and Optimization
- Piloting small-scale experiments or projects on emerging platforms can help validate their potential and identify best practices before investing significant time and resources into a larger presence
- Adapting to new platforms requires a willingness to take risks, learn from failures, and continuously iterate and improve content and engagement strategies based on data and audience feedback
- Establishing clear goals, metrics, and KPIs for emerging platform experiments can help track progress, measure success, and justify continued investment or changes in strategy over time
- Examples of metrics to track may include audience growth, engagement rates, content performance, and conversion to subscriptions or other business goals
Key Terms to Review (19)
Algorithm: An algorithm is a set of rules or a process used for problem-solving and decision-making, often implemented in computer programming to perform specific tasks. In the context of social media, algorithms help determine what content gets shown to users based on various factors like engagement, preferences, and relevance. They significantly influence how information is disseminated and consumed, impacting the relationship between social media platforms and journalism.
Citizen Journalism: Citizen journalism is the act of everyday individuals, often equipped with smartphones and social media, reporting news and sharing information that contributes to public discourse. This phenomenon has changed how news is created and consumed, allowing for a more diverse range of voices and perspectives in the media landscape.
Clubhouse: Clubhouse is an audio-based social media platform that allows users to join virtual rooms for live conversations on various topics. Unlike traditional social media, it emphasizes real-time audio interactions, fostering discussions among participants in a more intimate and spontaneous manner. This platform has gained popularity for its potential to facilitate networking, sharing insights, and hosting discussions in a less formal environment compared to text-based platforms.
Content Analysis: Content analysis is a research method used to systematically evaluate and interpret the content of communication, such as text, images, or videos, to identify patterns, themes, or trends. This approach allows journalists and researchers to quantify and analyze various forms of media, facilitating insights into audience behavior and media impact across different platforms.
Diffusion of Innovations: Diffusion of Innovations is a theory that explains how new ideas, technologies, and practices spread within and between cultures over time. This process involves various stages, including awareness, interest, evaluation, trial, and adoption, which determine how quickly and widely an innovation is accepted by different groups. The concept is crucial for understanding the impact of emerging social media platforms on journalism, as it highlights how these innovations can influence communication practices and news dissemination.
Engagement metrics: Engagement metrics are measurable values that assess how users interact with content on social media platforms. These metrics, such as likes, shares, comments, and click-through rates, provide insights into audience behavior and content effectiveness, helping journalists and news organizations refine their strategies and enhance audience connection.
Fact-checking: Fact-checking is the process of verifying the accuracy of information, claims, and statements, particularly in the context of journalism and media. It plays a crucial role in maintaining the integrity of news reporting and combating misinformation, especially as social media continues to influence how news is gathered and shared.
Hashtag activism: Hashtag activism refers to the use of social media platforms to promote social causes, mobilize supporters, and raise awareness through the use of specific hashtags. This phenomenon allows individuals and organizations to quickly disseminate information, connect with like-minded people, and advocate for social change on a global scale. It has revolutionized how movements can gain traction, as a single hashtag can lead to widespread engagement and participation in a cause.
Impressions: Impressions refer to the number of times a piece of content is displayed to users, regardless of whether it was clicked or interacted with. In the context of social media and journalism, impressions are a crucial metric that helps organizations gauge visibility and reach among their audience, influencing how they craft content and measure success.
Live-tweeting: Live-tweeting is the practice of posting updates in real-time on Twitter during events, broadcasts, or breaking news situations. This method allows journalists and users to share information as it unfolds, enhancing audience engagement and creating a live dialogue around the event. The immediacy of live-tweeting makes it a powerful tool for real-time news reporting, audience interaction, and generating buzz around events.
Media Convergence: Media convergence refers to the merging of traditional media with digital media platforms, leading to a new landscape where content is shared across multiple channels and formats. This phenomenon allows for the integration of various media forms, such as text, video, and audio, enhancing the way information is produced, distributed, and consumed. As a result, journalists and media organizations can reach broader audiences and engage with them in innovative ways.
News feed: A news feed is a constantly updating list of posts and updates from users' connections, pages they follow, and algorithms that determine what content is most relevant to them. It serves as a central hub for users to engage with various types of content, including news articles, videos, photos, and status updates, effectively shaping their online experience. The design and function of news feeds facilitate audience engagement and promote the sharing of information, making them a vital tool for both social media users and journalists.
Reach: In the context of social media, reach refers to the total number of unique users who have seen a particular piece of content. This metric is crucial for understanding how far a message or story has spread and helps gauge the potential audience size that news organizations can engage with through their platforms.
Substack: Substack is an online platform that allows writers to create and distribute newsletters directly to their subscribers, enabling them to monetize their content through subscription fees. By providing tools for writing, publishing, and email marketing, Substack empowers independent journalists and creators to reach audiences without relying on traditional media structures. This model promotes a direct relationship between writers and readers, which is increasingly important in the evolving landscape of journalism.
Surveys: Surveys are structured methods of gathering information from individuals, often used to assess opinions, behaviors, or characteristics within a particular population. In the context of social media and journalism, surveys serve as a vital tool for understanding audience preferences and engagement, as well as evaluating the effectiveness of content across various platforms. By utilizing surveys, journalists and media professionals can make data-driven decisions that align with audience expectations and improve communication strategies.
TikTok: TikTok is a social media platform that allows users to create, share, and discover short-form videos, often set to music. Launched in 2016, it quickly gained popularity for its user-friendly interface and engaging content, making it a significant player in the landscape of digital media. The platform encourages creativity and trends, enabling users to participate in viral challenges and collaborate through duets and stitches.
Transparency: Transparency in social media journalism refers to the practice of being open and honest about the sources of information, methods of reporting, and potential biases that may influence content. It involves providing audiences with clear insights into how stories are created and ensuring that the journalistic process is visible and accountable, which helps to build trust and credibility with the audience.
User-generated content: User-generated content (UGC) refers to any form of content—such as text, images, videos, and reviews—created and shared by individuals rather than by professional sources or organizations. This type of content plays a significant role in shaping narratives, providing firsthand accounts, and fostering engagement within social media platforms, making it crucial for modern journalism.
Viral News: Viral news refers to stories or information that spread rapidly and widely across the internet, particularly through social media platforms. This phenomenon is characterized by its ability to engage large audiences in a short amount of time, often leading to significant public discourse and engagement. The nature of viral news is shaped by various factors, including the emotional appeal of the content, its shareability, and the influence of emerging social media platforms that facilitate quick dissemination and user interaction.